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The social media game changed in 2025. And most real estate agents are still playing by 2023 rules.
Here's what happened: Instagram, TikTok, and Facebook stopped rewarding content that everyone sees. They started rewarding content that the right people see.
This shift affects how you market listings, build your brand, and measure success. If you're still counting views as your primary metric, you're optimizing for the wrong thing.
Social platforms now use sophisticated AI to match your content with people who actually care about it. This is called interest-based distribution, and it's fundamentally different from the old engagement model.
Example: You post a video tour of a $300,000 listing in Nolensville. The algorithm doesn't blast it to your entire follower list. Instead, it identifies people who:
Your video reaches 250 people. Not 2,500. Not 25,000. Just 250.
But those 250 people are exactly who you need to reach.
Most agents are stuck chasing vanity metrics. They see a video with 10,000 views and think they're winning. But when they look closer, they realize:
Meanwhile, another agent posts a listing video that reaches 180 people. But those 180 people:
Which video actually worked?
The second one. Every time.
Stop measuring your content by views. Start measuring by relevance.
These signals tell the algorithm you're creating valuable content. And they tell you whether you're reaching the right audience.
Ask yourself three questions:
If the answer is yes, your content performed well—regardless of view count.
The algorithm rewards specificity. The more clearly you communicate what you're selling and who it's for, the better the platform can match you with interested buyers.
Instead of: "Beautiful home for sale!"
Say: "$320,000 listing in Nolensville with 4 bedrooms, modern updates, and a private backyard."
The algorithm scans your words, captions, and on-screen text. The more detail you provide, the more accurately it can deliver your content to relevant viewers.
If you serve a specific area, mention it often. If you specialize in a price range, make it clear. The algorithm learns your niche and starts delivering your content to people searching within that niche.
Interest-based distribution rewards helpful content. Educational posts about your market, neighborhood guides, and buyer/seller tips reach people actively researching real estate decisions.
Viral trends feel good. But if the trend doesn't align with your audience, it dilutes your algorithmic profile. The platform gets confused about who you serve, and your content reaches fewer of the right people.
Comment on other local real estate content. Respond to questions in your market. The algorithm notices where you spend your time and adjusts your content distribution accordingly.
Your listing content should work smarter, not harder.
The algorithm will do the rest.
You posted a video that reached 300 people. You're disappointed. But here's what you might not see:
That's a conversion rate most agents never see on posts with 10,000+ views.
Small, engaged audiences drive real results. The algorithm isn't failing you. It's working exactly as designed—delivering your content to people who matter.
The social media landscape shifted. Success no longer means reaching everyone. It means reaching the right people.
Focus on:
If you're creating content that clearly communicates what you're selling and who you serve, the algorithm will find your audience. You don't need 10,000 views. You need 300 people who care.
And in 2026, those 300 people are worth more than 10,000 scrollers ever were.
Want media that reaches the right people? MadLocal Media creates refined listing content designed for today's algorithms—clear, strategic, and built to perform. Learn more about our approach.
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